Addressing the Power Shift in Engineering Recruiting

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Video and slides synchronized, mp3 and slide download available at URL http://bit.ly/1mdkr9f.

Pete Soderling explains from-the-trenches battle-tested tactics that an engineering manager can use to successfully attract the best developers to their team. Filmed at qconsf.com.

Pete Soderling is the founder of Hakka Labs, an international community of open-source software engineers. He is a self-taught engineer who has developed online platforms & applications since the very early days of the internet. Since 2004, Pete has been a serial tech entrepreneur in NYC and the San Francisco Bay Area and has built engineering teams for each business he has started.

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Addressing the Power Shift in Engineering Recruiting

  1. 1. HAKKA GROUP ENGINEERING PR Addressing the Power Shift in Developer Recruiting
  2. 2. InfoQ.com: News & Community Site • 750,000 unique visitors/month • Published in 4 languages (English, Chinese, Japanese and Brazilian Portuguese) • Post content from our QCon conferences • News 15-20 / week • Articles 3-4 / week • Presentations (videos) 12-15 / week • Interviews 2-3 / week • Books 1 / month Watch the video with slide synchronization on InfoQ.com! http://www.infoq.com/presentations /engineer-recruiting
  3. 3. Presented at QCon San Francisco www.qconsf.com Purpose of QCon - to empower software development by facilitating the spread of knowledge and innovation Strategy - practitioner-driven conference designed for YOU: influencers of change and innovation in your teams - speakers and topics driving the evolution and innovation - connecting and catalyzing the influencers and innovators Highlights - attended by more than 12,000 delegates since 2007 - held in 9 cities worldwide
  4. 4. HAKKA GROUP WHO AM I? @petesoder
  5. 5. HAKKA GROUP WHY SHOULD YOU CARE ABOUT HIRING?
  6. 6. HAKKA GROUP “SOFTWARE IS EATING THE WORLD” - Marc Andreessen
  7. 7. HAKKA GROUP 800,000 840,000 880,000 920,000 960,000 1,000,000 1,040,000 1,080,000 1,120,000 1,160,000 1,200,000 2010 2012 2014 2016 2018 2020 Number of Software Engineering Jobs in US Source: Bureau of Labor Statistics, Employment Projections, 2010
  8. 8. HAKKA GROUP 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Total Graduates New Jobs Number of Graduates vs New Jobs in Software Engineering, 2016 Source: Bureau of Labor Statistics, 2007
  9. 9. HAKKA GROUP HIRING ENGINEERS IS TOUGH.
  10. 10. HAKKA GROUP ENGINEERS AS HOT GIRLS
  11. 11. HAKKA GROUP MAKE MARKETING YOUR FRIEND
  12. 12. HAKKA GROUP DEMAND > SUPPLY
  13. 13. HAKKA GROUP 1.PRODUCT 2.PRICE (DIFFERENTIATION) 3.PROMOTION 4.PLACE 5.PEOPLE THE BASICS OF MARKETING
  14. 14. HAKKA GROUP 1. PRODUCT
  15. 15. HAKKA GROUP * Create unique engineering brand message (corresponds with your audience and your values) * Don’t copy it from your brand message
  16. 16. HAKKA GROUP ENGINEERING BRAND VS COMPANY COMPA NY BRAND ENGINEERING BRAND COMPA NY BRAND ENGINEERING BRAND Option 1: SEPARATE (or no eng brand) Option 2: ENGINEERING BRAND CONSUMED BY COMPANY BRAND
  17. 17. HAKKA GROUP EXAMPLES Option 1: SEPARATE COMPA NY BRAND ENGINEERING BRAND
  18. 18. HAKKA GROUP EXAMPLES Option 1: SEPARATE COMPA NY BRAND ENGINEERING BRAND
  19. 19. HAKKA GROUP EXAMPLES COMPA NY BRAND ENGINEERING BRAND Option 2: ENGINEERING BRAND CONSUMED BY COMPANY BRAND
  20. 20. HAKKA GROUP ENGINEERING BRAND VS COMPANY COMPANY BRAND ENGINEERING BRAND THE BEST APPROACH CORE VALUES
  21. 21. HAKKA GROUP EXAMPLE: ETSY SUPPORTIN G HANDMADE MOVEMENT CODE AS CRAFT ETSY BRANDING CREATIVITY COMMUNITY
  22. 22. HAKKA GROUP EVERYTHING IS NOTHING (REALLY, TRUST US!)
  23. 23. HAKKA GROUP SELECT THREE THINGS
  24. 24. HAKKA GROUP 2. PRICE (DIFFERENTIATION)
  25. 25. HAKKA GROUP THE DIFFERENTIATORS ENGINEERIN G CULTURE COMPELLING TECH CHALLENGES INNOVATION
  26. 26. HAKKA GROUP EXAMPLE PILLARS ENGINEERING EMPOWERME NT SCALING LABS, FEATURING OS PROJECTS COMPELLING TECH CHALLENGES INNOVATION Company X ENGINEERIN G CULTURE
  27. 27. HAKKA GROUP DON’T KNOW WHERE TO START?
  28. 28. HAKKA GROUP TALK ABOUT YOUR HARDEST CHALLENGE
  29. 29. HAKKA GROUP (don’t forget to fix your job posting)
  30. 30. HAKKA GROUP 3. PROMOTION
  31. 31. HAKKA GROUP once the message is identified, sell it.
  32. 32. HAKKA GROUP EXAMPLE - AIRBNB THE TECHNOLOGY 1 2 3 TECHNOLOGY ENGINEERS PROJECTS 2
  33. 33. HAKKA GROUP COMPONENTS TO CONSIDER TECH BLOG OS PROJECTS OTHER PROJECTS YOU CONTRIBUTE TO JOBS YOUR TECH EVENTS CONFERENCES YOU’RE ATTENDING
  34. 34. HAKKA GROUP COMPETITIVE LANDSCAPE (NYC)
  35. 35. HAKKA GROUP 4. PLACE
  36. 36. HAKKA GROUP WHERE DOES IT ALL LEAD? DRIVE YOUR USERS TO ONE PLACE
  37. 37. HAKKA GROUP CONSOLIDATE YOUR AUDIENCE ENGINEERING PLATFORM
  38. 38. HAKKA GROUP EXAMPLES
  39. 39. HAKKA GROUP 5. PEOPLE
  40. 40. HAKKA GROUP WHO DO YOU WANT TO ATTRACT?
  41. 41. HAKKA GROUP WHO ARE THEY? SENIOR OR JR BIG CO/SMALL CO CONSERVATIVE/ ADVENTUROUS SPECIFIC INDUSTRY EXPERIENCE? PREPPY/NERDY? OPINIONATED? ENTREPRENURIAL ?
  42. 42. HAKKA GROUP DO YOU SPEAK THEIR LANGUAGE?
  43. 43. HAKKA GROUP
  44. 44. THANK YOU! @petesoder pete@g33ktalk.com
  45. 45. Watch the video with slide synchronization on InfoQ.com! http://www.infoq.com/presentations/engineer -recruiting

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